Based On The Uses And Gratifications Theory, A Study Of The Enterprise Micro-blogging Fans Behaviors

With the continuous development of China’s Internet and mobile Internet technology, and the increasing number of Internet users, micro-blog is steadily moving towards maturity. As of September 30, 2014, micro-blog monthly active users(MAU) have reached 167 million, and daily active users(DAU) were 76.6 million. Faced with such a large number of micro-blog users, many businesses realize that micro-blog has become a new interactive marketing tool. However, compared with the huge number of enterprise micro-blog fans, the vast majority of fans use enterprise micro-blog without commenting, pointing like, forwarding, and saving. Why are they active without using the features? Whether companies spread information to these silenced fans, would it be meaningful or not? Also, how can enterprise micro-blog company break up the silence?With such confusion, authors have in-depth interviews with 21 enterprise micro-blogging fans, then sort out nearly 50,000-word manuscript recording, and get valuable first-hand information. Then, based on the theory of uses and gratifications, their motivations of using enterprise micro-blogging were analyzed.The study found that the use of enterprise micro-blogging audience is motivated from five areas: information motivation, social motivation, profit motivation, entertainment motivation and emotional motivation. Among them, the information motivation is the driving motivation for enterprise micro-blogging fans. Through the interviews, I found that users who get the information they want, will be on this basis for meeting the increased demand and trigger further actions. According to this study, combining six acts of micro-blog using: following, comments, praise points, saving and reading, and use some well-run enterprise micro-blog as paradigms, the author give enterprise micro-blogging operators some value marketing advices.